When you think of Jaipur, the first thing that comes to mind is royal palaces, colorful bazaars, and traditional jewelry. But in 2023, two 19-year-old boys from the Pink City brought something completely different to the table — hip-hop inspired iced-out jewelry.
Their brand, Zillionaire, created a storm on Shark Tank India Season 2 with its bold designs, youthful energy, and inspiring story of passion over fear. This blog explores everything about Zillionaire’s Shark Tank journey — the pitch, the founders, their numbers, the deal outcome, and what happened after the show.
Table of Contents
🏢 Startup Overview: Zillionaire at a Glance
- Name: Zillionaire
- Tagline: “Welcome to the Ice Age”
- Industry: Jewelry, Fashion, Lifestyle
- Category: D2C Iced-Out Jewelry Brand
- Founded: 2020 (Jaipur, India)
- Products: Pendants, chains, rings, earrings, grills, and custom jewelry inspired by hip-hop & streetwear culture.
- Target Audience: Gen-Z, Millennials, music lovers, influencers, rappers, and celebrities.
👨💻 The Founders: Raghav & Aditya
1. Raghav Goyal
- Age: 19 (at the time of pitch)
- Background: Comes from a family in the fine jewelry export business. His father has been exporting jewelry to the US and Europe for 30+ years.
- Education: Got admission with a 40% scholarship at Parsons School of Design, New York — one of the world’s best design schools. He deferred college to focus on Zillionaire.
- Personality: The designer, visionary, and creative backbone of the brand.
2. Aditya Sharma
- Age: 19
- Background: Childhood friend of Raghav. Together, they bonded over music during the Covid-19 lockdown.
- Strength: Brand-building, marketing, and hustling side of Zillionaire.
- Personality: The energy and execution powerhouse.
Together, they represent a new breed of Indian entrepreneurs — young, bold, culturally aware, and willing to take risks.
🎤 The Pitch: Zillionaire on Shark Tank India
In their entry pitch, Raghav and Aditya walked in wearing bold iced-out jewelry — pendants, grills, and chains — just like American rappers. Their confidence was infectious.
- Ask: ₹50 Lakhs for 3.3% equity (Valuation: ₹15 Crore)
- Brand Vision: To become a lifestyle brand for youth, not just another jewelry seller.
- Inspiration: Love for hip-hop, rap, and street culture during the Covid lockdown.
- USP: Affordable iced-out jewelry in India, available for Gen-Z and Millennials who admire Western hip-hop style.
The Sharks were surprised that such a bold hip-hop-inspired idea came out of Jaipur, the city known for traditional jewelry.
| Category | Details |
|---|---|
| Brand Name | Zillionaire |
| Industry | Luxury Streetwear & Lifestyle |
| Founded | 2021 |
| Shark Tank Ask | ₹50 Lakhs for 3.3% |
| Valuation | ₹15 Crores |
| USP | Premium, aspirational streetwear with global vibes |
| Target Audience | Gen-Z & Millennials (18-35 years) |
| Business Model | D2C + Celebrity-driven marketing |
📊 Zillionaire’s Business Numbers
One of the reasons the Sharks took them seriously despite their age was the strong numbers they presented.
| Metric | Details |
|---|---|
| Average Order Value (AOV) | ₹14,000 |
| Sales (FY 2020-21) | ₹11 Lakhs |
| Sales (FY 2021-22) | ₹72 Lakhs |
| Sales (FY 2022-23, 7 months) | ₹1 Crore+ |
| Projected Sales (FY 2022-23) | ₹2 Crore+ |
| Last Month Sales | ₹13 Lakhs |
| Gross Margin | ~40% |
| Net Profit (till pitch) | ~₹15 Lakhs |
| Marketing Spend (till date) | ₹25 Lakhs |
| ROAS (Return on Ad Spend) | 4X–5X |
| CAC (Customer Acquisition Cost) | ₹14 Lakhs (for ₹1 Cr revenue) |
💰 Costing Breakdown Example
Let’s take one of their sample products — a custom pendant.
- Selling Price: ₹12,500
- Cost Price (Silver + Labor): ~₹5,000
- Overheads (rent, salaries, electricity, etc.): ₹2,000
- Gross Profit Per Piece: ~₹5,500
This healthy margin impressed the Sharks — proving Zillionaire was not just hype, but also a solid business.
💡 Zillionaire’s Business Model
Zillionaire follows a premium streetwear model, combining fashion + exclusivity + hype culture.
| Revenue Stream | Description |
|---|---|
| Direct-to-Consumer (D2C) | Selling via official website & Instagram drops |
| Celebrity Collabs | Limited edition collabs with celebs/influencers |
| Merchandising | Branded caps, hoodies, sneakers |
| Offline Pop-ups | Hype-building events in metros |
| International Expansion | Plans to scale to UAE & global NRIs |
🔑 What Makes Zillionaire Unique?
- Aspirational Branding – Not just clothes, but a “status symbol” for Gen-Z.
- Celebrity Endorsements – Seen on Bollywood actors, rappers, and influencers.
- Premium Pricing Strategy – High perceived value due to limited collections.
- D2C First Approach – Focus on online sales & social media branding.
- Scarcity Marketing – Limited drops = higher demand.
📈 Marketing & Branding Strategy
Zillionaire’s biggest strength is marketing. The founders know how to sell the vibe, not just the product.
- Instagram First Brand: They built the brand almost entirely on Instagram, showcasing bold designs and collaborating with rappers and influencers.
- Celebrity Endorsements: Bollywood stars, Indian rappers, and even sports personalities have been spotted wearing Zillionaire pieces.
- Influencer Marketing: Focus on hip-hop, music, and Gen-Z creators.
- Pop Culture Collabs: Discussions with Disney, Marvel, FIFA, and even the Indian Cricket Team for future collaborations.
- Offline Touchpoints: Limited edition pieces and pop-ups to create exclusivity.
📈 Market Opportunity – India’s Streetwear Boom
India’s streetwear industry is still in its early stages but is growing fast due to:
- Gen-Z Spending Power: Young Indians willing to spend on lifestyle fashion.
- Influence of Hip-Hop & Rap Culture: Rap battles, hip-hop music, and Instagram influencing trends.
- Rise of Influencer Marketing: Fashion driven by digital-first creators.
- Shift to D2C: Online-first brands capturing aspirational buyers.
📊 Indian Streetwear Market Size
| Year | Market Value (USD) | Growth Rate |
|---|---|---|
| 2023 | $1.5 Billion | – |
| 2025 (Projected) | $2.7 Billion | 15% CAGR |
| 2030 (Projected) | $6.0 Billion | 18% CAGR |
🔎 Insight: If Zillionaire scales right, it can ride this wave to become India’s Supreme or Off-White equivalent.
🆚 Competitor Comparison
| Brand | Origin | Pricing (Avg) | USP | Target Audience |
|---|---|---|---|---|
| Zillionaire | India | ₹4,000 – ₹12,000 | Luxury Indian streetwear | Gen-Z, Celeb-driven |
| Supreme | USA | ₹10,000 – ₹50,000 | Global hype culture | Global streetwear fans |
| H&M | Sweden | ₹1,500 – ₹4,000 | Fast fashion | Mass market |
| Zara | Spain | ₹2,000 – ₹6,000 | Trend-driven fast fashion | Middle-class aspirants |
| Nike/Jordan | USA | ₹7,000 – ₹20,000 | Sports + Streetwear | Sports & lifestyle youth |
👉 Zillionaire positions itself between Zara & Supreme – premium pricing but local accessibility.
🛒 Sales Channels
- Website (D2C): 100% sales through their official website zillionaireindia.com
- No Marketplaces Yet: Not available on Amazon or Flipkart, keeping exclusivity.
- Offline Collaborations: Exploring stocking with international stores in the USA, Dubai, and UK.
🦈 Deal Outcome: Did Zillionaire Get Investment?
Yes ✅ After intense negotiation:
- Aman Gupta (boAt): Offered ₹1 Crore for 10% equity.
- Anupam Mittal (Shaadi.com): Matched Aman’s offer but called it a limited-time deal.
- Vineeta Singh & Peyush Bansal: Offered ₹50 Lakhs for 10% equity (half the valuation).
- Namita Thapar: Dropped out due to high AOV & niche audience.
👉 Finally, Raghav & Aditya accepted Anupam Mittal’s offer of ₹1 Crore for 10% equity, bringing him onboard as mentor and investor.
🗣️ Sharks’ Reactions: Highlights
- Namita Thapar: “Your AOV is too high. This is not a mass-market product.”
- Anupam Mittal: “I rarely give such valuations, but you boys have hunger. This is a limited-time offer.”
- Vineeta Singh: “Your brand vibe is strong, but valuation doesn’t justify the scale.”
- Aman Gupta: “I know this market. I can help you scale faster and make Zillionaire a household youth brand.”
📺 Episode Info
- Show: Shark Tank India Season 2
- Episode: 10
- Year: 2023
- Location: Mumbai Studio, broadcast on Sony Entertainment TV & SonyLIV.
🚀 Life After Shark Tank: Zillionaire’s Growth
After the Shark Tank episode aired, Zillionaire saw a massive surge in popularity:
- Instagram Growth: Crossed 150K+ followers, with strong Gen-Z engagement.
- Website Traffic: Spikes caused temporary crashes; later upgraded.
- International Orders: Expanded to USA, Dubai, UK, and Australia.
- New Collections: Added earrings, rings, and grills to product line.
- Collaborations: Featured in Indian rap videos and influencer promotions.
- Brand Perception: From a Jaipur startup to a global-looking youth brand.
✅ Pros & ❌ Cons (Investor POV)
Pros
- High-margin products (~40%)
- Strong founder passion & cultural understanding
- First-mover in India’s hip-hop jewelry niche
- Backed by existing jewelry manufacturing expertise
- Celeb endorsements add credibility
Cons
- High AOV limits mainstream adoption
- Heavy dependence on Instagram & influencer-driven sales
- Niche audience (hip-hop jewelry may not appeal to all)
- Future manufacturing scalability risk if separated from family support
🔥 Challenges Zillionaire Faces
- Pricing Gap – Will Tier-2 & Tier-3 cities pay premium?
- Competition – Global giants + Indian D2C brands (Bewakoof, The Souled Store).
- Sustainability – Can hype culture sustain long-term sales?
- Distribution – Scaling beyond metros.
💡 Lessons for Entrepreneurs
From Zillionaire’s Shark Tank journey, here are takeaways:
✅ Brand = Emotion → Don’t just sell products, sell aspiration.
✅ Social Proof Matters → Celeb/influencer collabs can build trust fast.
✅ Scarcity = Value → Limited drops create hype.
✅ D2C First Strategy → Build your own community before retail.
✅ Know Your Numbers → Investors care about scalability & unit economics.
⚡ Pro Tip for Entrepreneurs: In India, culture sells more than clothes. If you can attach aspiration, lifestyle, or emotion to your brand—your customers will buy into the story, not just the product.
🔎 FAQs
Who are the founders of Zillionaire?
Zillionaire was founded by Raghav Goyal and Aditya Sharma, 19-year-old entrepreneurs from Jaipur.
What was Zillionaire’s Shark Tank India deal?
Zillionaire secured ₹1 Crore investment from Anupam Mittal for 10% equity.
Is Zillionaire still active after Shark Tank?
Yes, Zillionaire is actively selling iced-out jewelry via its website and has expanded internationally.
What kind of products does Zillionaire sell?
Chains, pendants, rings, earrings, grills, and custom hip-hop inspired iced-out jewelry.
Where can I buy Zillionaire jewelry?
Directly from their website zillionaireindia.com.
What is Zillionaire’s average order value (AOV)?
₹14,000 per order, targeting premium Gen-Z and Millennial customers.
📌 Final Thoughts
Zillionaire is not just a jewelry brand; it’s a culture-driven startup that represents India’s new wave of entrepreneurs — bold, unapologetic, and globally inspired.
Two teenagers from Jaipur turned a lockdown idea into a multi-crore business, and Shark Tank gave them the platform to take it global. With Anupam’s mentorship and their own relentless hustle, Zillionaire has the potential to become India’s go-to hip-hop lifestyle brand.
For anyone who thinks age is a barrier in business, Raghav and Aditya’s story is proof: hunger, passion, and execution matter more than anything else.
